Client Overview
Unico Studio, a company based in Turkey, was founded in 2018 and has since launched over 50 games, achieving 3 million DAU (Daily Active Users). With over 1 billion downloads, their portfolio includes popular brain-teasing puzzle games such as Brain Test All-Star: IQ Boost, Woody Sort: Ball Sort Puzzle, and 2248: Number Puzzle 2048, which have earned global acclaim for stimulating cognitive abilities and offering engaging puzzle-solving experiences.
About Brain Test: Challenging Puzzles
Brain Test: Tricky Puzzles is an addictive puzzle game designed to stimulate the mind with creative and engaging challenges. It appeals to players who enjoy IQ tests, problem-solving, and brain games. With its worldwide popularity, Brain Test has become one of the most recognized brain games, offering players a variety of tricky puzzles. When puzzles become too challenging, the game offers helpful hints, delivered in a fun and engaging way to encourage players to keep playing.
Objective & Challenge
The goal for this campaign was to achieve a D7 ROAS (Return on Ad Spend) of 100%. This meant not only attracting new users but also encouraging them to continue playing and engaging with the game over the long term.
Solution
Playio leveraged a combination of strategic in-game events to increase user engagement and maximize ROAS for Brain Test: Tricky Puzzles Two key strategies were used:
1.
Hidden Quests: This in-game feature rewards players with bonuses when they complete certain tasks, leading to higher participation and retention rates.
2.
Community Engagement with Certification Events: To keep users engaged, Playio facilitated certification events, such as the "Level 50 Achievement" contest, encouraging players to share their progress on the community board in exchange for rewards.
These efforts resulted in an impressive cumulative ROAS of 144.62%, far exceeding the original target.
How Hidden Quests Boosted User Engagement and ROAS
Hidden Quests are a powerful tool within Playio's multi-reward system, where users unlock rewards by achieving certain milestones within the game. This system uses MMP postbacks, making it easy to track and manage rewards. Given that Brain Test: Tricky Puzzles has addictive and quick-to-play mechanics, the Hidden Quests strategy capitalized on the game's ability to allow users to achieve high levels in short periods.
By setting milestones such as reaching levels 50, 100, and 250, players were rewarded with gems. These incentives drove higher participation rates and motivated users to engage with the game longer. The simplicity of activating the quests also helped to boost the ROAS for the campaign.
Community-Driven Engagement: Certification Events
In addition to Hidden Quests, Playio also implemented a community-driven milestone event. In this event, players who reached certain milestones (like level 50) could capture a screenshot and post it on the Playio Event board to receive additional rewards. This method doesn't require MMP tracking, which made it easier to set up and accessible even before users installed the game.
For Brain Test: Tricky Puzzles, the "Reach Level 50" event encouraged players to actively share their progress. This served as an effective catalyst for continued engagement, which was then integrated with Hidden Quests to create a seamless, long-term user experience.
Results
By combining Hidden Quests with community-driven certification events, Playio helped Unico Studio successfully boost user retention and achieve exceptional ROAS. The campaign led to:
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D7 ROAS: 71%
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D14 ROAS: 83%
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D30 ROAS: 94%
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Cumulative ROAS: 144.62%
These results reflect the success of Playio's strategy in attracting and retaining long-term users, ultimately driving profitability for Unico Studio.
Next Steps: Extending Success to New Games
Building on the success of Brain Test: Tricky Puzzles, Playio applied similar strategies for Unico Studio's other title, 2248: Number Puzzle 2048. For this game, Playio organized two separate certification events at levels 10 and 15, which collectively led to a cumulative ROAS of 118.09%. This success underscores the versatility of Playio’s community engagement approach and its potential for driving growth across multiple titles.
If you’re interested in achieving similar results, feel free to reach out directly to our sales team at sales@gna.company